A good example of a sector that does this well are the ‘challenger’ banks. If you look at the homepages of Monzo, Starling and Revolut, they all keep the messaging simple so you know exactly what they do and how they can help you.
Have a look at your homepage and see if it can be simplified. A simple test is to remove one element and see if you that changes the message. If it doesn’t then leave it off.
Rinse and repeat until you only have the key elements left.
